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Stay on message! 

One of my favorite books about life and business ethics and communications is Buck Up, Suck Up... and Come Back When You Foul Up by James Carville and Paul Begala.  Carville and Begala are political strategists who have figured out the best way to "market" a candidate in the political arena.  Their message, though, also helps us to market ourselves and our businesses by using the same strategies.  

One of their strongest points is this:  "Stay on message."  Carville and Begala used the concept with the politicos they were trying to help get elected.  The idea is that the message the politician wants to drive home must be consistent and must be consistently used each time the candidate communicates with anyone about anything. 

The best example of their "stay on message" mantra was when they were trying to get Bill Clinton reelected.  The economy was in bad shape at that time, so their mantra was "It's the economy, Stupid!"  While I don't like to call people names, the message is clear.  The message they had to communicate was about jobs and helping people financially.  Read the book for the details!  It really is excellent food for thought!

For our purposes in learning to write, there is no better way to put it than Carville and Begala did:  Stay on message.  

The best way to "stay on message" is to begin with an outline of the points that you need to cover for the assignment.  Refer back to the outline as you write so that you can make sure you are not "straying!"  

Be careful when conducting "wide searches" on the Internet to find sources about your topic.  This is a great process, but it often takes you to information that is NOT relevant to your topic.  Google can be your best friend, but it can lead you astray!   

• If you are writing in response to an assignment that calls for four specific issues to be covered, the outline should cover the four issues.  Then, obviously, the paper should cover the four specific issues along with an introduction and summary.  
• Don't stray from the message that was intended for the assignment!  It's always a good idea to create a short outline that lists the specific issues with which you will deal in the paper.  (Remember that English class you took?) 
• If you go "off on a tangent," your paper loses value and focus. 
• Think of your writing as writing the script for a 30-second commerical.  "Just the facts."  OR - Pretend you are in an elevator with the CEO of the company you want to work for.  You have a few seconds before she gets off the elevator.  Make sure your message delivers the content that will make you unforgettable AND on message!
• Likewise, be sure you cover all the issues that were listed in the assignment.  Be careful not to leave out important issues that were required in the assignment.  (Re-read the assignment sheet before you submit your assignment!)

©Division of Business, Economics & Mathematics, WVUP, 2011.  Updated 06/05/2012 .  Division Chair:  Steve.Morgan@mail.wvu.edu ;Business Division Office:  Lauriel.Edwards@mail.wvu.edu
Web Page Contact:  pam.braden@mail.wvu.edu West Virginia University at Parkersburg